Proven Web Content success factor: ability Scan-
I & 39; ve found that can scan web content writing with the publication in mind is carried out seriously the content that was written as if to print: *
highest conversions (sales or leads).
* Fewer visitors leaving the Web page as soon as they arrive (" bounces "). *
longevity of the visits. * More
reprints (of content distributed), meaning greater exposure and links - especially impressive considering that most reprinted article directories allow only plain text, which means that format resources that help make content scan-capable are not available.
User tests have shown repeatedly that most users scan the Web page instead read word-by-word. In such tests, optimizing content to scan-has been proven ability to make web content more successful - at least, by some measurable criteria, mainly speed reading, comprehension and retention (remember what was read). While humor, style, empathy, persuasiveness, classical and other characteristics of good writing can not be objectively measured, the scientific evidence shows-scan capability is a strong foundation on which to build a strong content.
Based on the evidence, the Web usability expert Jakob Nielsen wrote guidelines for successful web written in the mid-late 1990. Today, those guidelines are still the basis for most of what is written on the web content writing, including this article.
Scan-capable Web Content Example
Look in the two versions of the same content, below. Ask yourself: which version you would be more likely that if you pay attention to all she has?
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Version a (traditional text mode):
Who site scans text? A large majority of web users prefer scanning main ideas for reading more than mouth-to-word. Almost all users fully literate scan - and so disproportionate Web users tend to be fully literate. Even highly literate users who are inclined to read a page-by-mouth word that will scan first to make sure it will repay their investment of reading time.
Less-literate visitors (that is, those for whom reading is a chore slow process) can not scan content because they simply can not analyze text (or make sense of it) fast enough. But I firmly believe that the sweeping power of content is generally easier to read word-for-word than traditional written. Scan-capable local content important ideas first, so someone reading mouth-to-word will understand even more if he or she does not make it until the end of the text. Scan-able content that would avoid unnecessary waste subtleties a slow reader& 39;s time.
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Version two (able-scan mode especially for the Web):
Who sweeps Website Text?
A vast majority of web users prefer scanning main ideas for reading more than mouth-to-word:
* Almost all users fully literate scan - and so disproportionate Web users tend to be fully literate. * Even
highly literate users who are inclined to read a page-by-mouth word that will scan first to make sure it will repay their investment of reading time. * Less
-literate visitors (that is, those for whom reading is a chore slow process) can not scan content because they simply can not analyze text (or make sense of it) fast enough. But I firmly believe that the sweeping power of content is generally easier to read word by word-of non-traditional style of written text. *
Scan-capable local content important ideas first, so someone reading mouth-to-word will develop greater understanding, even if he or she does all the way to the end of the text. *
Scan-able content that would avoid unnecessary waste subtleties a slow reader& 39;s time.
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Scan capable Web Content-Structure: Sections and lists
In the example above, the differences between one version and Version two, using exactly the same text, are purely structural. There are other characteristics, capable of scanning content, such as keywords, structure of sentences, words and choice, but that is for another article. For now, just look at the powerful improvements in Web content can get simply from structural improvements, which are two basic ways: sections and lists. *
sections. Any web content with more than 250 words should be divided into sections based on main ideas in each section descriptive taking a position. Even more brief content can be divided into sections, although more commonly, the simplest way to organize content is shorter with lists. Content more than 500 words can put one or two different sections in each web pages. *
lists. Multi facts, ideas, items, or anything that many have any kind of logical relationship between them should be placed in unordered (bullets) or ordered (numbered) lists if they have any importance at all. For example, this list of characteristics, capable of scanning web content merits of a list, while the " facts, ideas, items, or any multiple & quot; was less important and so little has been written off .
The most exciting part of the optimization of content into sections and lists is that you can optimize existing content without changing a word: no pencil-chewing on the right word to use, without consultation with the legal department, not readjustment of keyword densities (although adding items could shake things up a bit).
To make content as scan-able and successful as possible, we need to go more on issues such as logical organization, keyword, structure of sentences, words and choose. But slimply re-structuring content into sections and lists will give a great impetus.
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